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May 18, 2015
By Andrew Macey
Lead conversion is one key component of inbound success. No matter how much traffic your website generates, you cannot show a clear ROI without visitors converting into leads. For most companies, these leads are necessary to keep the sales pipeline full and to close new business. A major part of the optimization process of one’s website is to adjust conversion paths and visitor user experience to yield as high a lead conversion percentage as possible.
As a target, most sites should aim for at least a 2% VTL conversion rate overall with individual landing pages converting visitors at least at 20%. Ask any marketer, and they will tell you that this is an ongoing process. With each new conversion path created, data is analyzed and new hypotheses are tested to generate even higher conversion rates. Fortunately, HubSpot makes it easy to improve lead conversions on your site.
There are many aspects of the tool which aid in all stages of the inbound methodology; however conversion is clearly a top priority. It’s important to make sure you are generating the proper visitors to your site, as qualified traffic will certainly yield a higher conversion rate as well. What other tools have you found in HubSpot that helps to increase your website’s VTL%?
About the author
Andrew Macey was formerly the Director of Sales at SmartBug and is a HubSpot alumni. He has more than 5 years experience in inbound marketing and is a graduate of the University of Vermont. Read more articles by Andrew Macey.